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Rendi Rendi, Rendi
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PENGARUH CITRA MEREK, DESAIN PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU COMPASS PADA “MARKETPLACE TOKOPEDIA” Rendi, Rendi; Ernestivita, Gesty
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

This study aims to analyze the effect of brand image, product design, and price on the purchasing decision of Compass shoes. Brand image is the consumer's perception of a particular brand, while product design refers to the physical and aesthetic characteristics of Compass shoes. The price reflects the value that consumers have to pay to obtain Compass shoes. The research sample consists of consumers who have the potential to buy Compass shoes. The data obtained were analyzed using multiple regression analysis techniques to examine the relationship between the independent variables (brand image, product design, and price) and the dependent variable (purchasing decision). The results of the study show that brand image, product design, and price have a significant influence on the decision to purchase Compass shoes. A positive and strong brand image, attractive product design, as well as reasonable prices and in accordance with the perceived value of consumers, can increase the consumer's tendency to buy Compass shoes. This finding has important implications for the shoe company Compass in developing their marketing.
Co-Authors Adawiyah , Rodiyatul Ahsin Shidqi Aidil Shafwan Alfianisa, Dwika Alhafiz, M. Rizki Ramadhan Alwan , Noufal Amir, Nani Hamdani Anam, Moh Nurul Arafat, Arafat Ari Wibowo Arief, Saifullah Arifin, Jainal Asiyah, Asiyah Assulamy, Hafif Assyifa , Widya Nur Bantun, Suharsono Boy Laksmana Dedek, Rahmad Devi Fitrianah Dwi Husniyati Fahmi Mauliansyah, Syarif Fauzi, M. Ismul GESTY ERNESTIVITA Ghani, Bima Gunawan Gunawan Hartadi, Budi Hasbiadi Hasbiadi Herwin Herwin, Herwin Hestiana, Sry Hidayana, Reymond Syahputra Himawan, Ferdiansyah Himawan, Salamet Nur Husnaini Amiroh Huswatun Hasanah Irawan, Heri Irfansyah, Muhammad Jayanti Yusmah Sari Karhani, Muna Karmini Karmini Karyati Karyati Kurnia Adi Cahyanto Kusuma, Adhi La Ode Liaumin Azim Liana, Risma Lumbanraja, Maha Martabar Mangatas Luthfan Tri Mukti Mardiana Mardiana Masitah Masnama, Masnama Meri, Meri MMSI Irfan ,S. Kom Muhammad Firman Muhammad Iqbal Muhammad Khairil Mujiburrahman Mujiburrahman Munthe, Irwan Salomo Mustafa Mustamiin, Muhamad Nazha, Amelia Nengsih, Hijrana Nisa Solihat, Ayu Nur Asikin Nurfitriani Nurfitriani, Nurfitriani Nurlaili Nurlaili Pauzan, Muhammad Pratama, Adhitya Syahadana Rahmat Hidayat Rahmawati, Rahmawati Raihani, Sherly Ramedlon, Ramedlon Rasmiati Rasyid Regina, Fransiska Reno Firdaus Ridho Abdillah Rifai, Mesrawati Riski Annisa Risman Wanci Rita Eka Izzaty, Rita Eka Robertus Masyhuri Robieth Sohiburoyyan Rohman , Siti Rosita Rosita Sabilla, Della Selmi, Selmi Sembiring, Wina Natalia Setiawan, Muhammad Arief Silaban, Gilbert Siti Asiah St.Nurfatul Jannah Sukardi Sukardi Sulaeman Sulaeman Sulmi, Sulmi Syahrizan, Wan Dedy Wati, Vera Yuliana, Rosnita Yupande, Putra Yusran, Nadilah Zulfandi, Zulfandi